Lee Odden, CEO TopRank Online Marketing www.TopRankResults.com Better PR Visibility with SEO and RSS

Agenda Push Pull PR Search Engine Optimization PR Content Optimization Extend Visibility

Push Pull PR

Search Engine Optimization

PR Content Optimization

Extend Visibility

Push and Pull PR > Push Public Relations Methods of distributing news or outreach to the media and your intended audience.

> Push Public Relations

Methods of distributing news or outreach to the media and your intended audience.

Push and Pull PR < Pull Public Relations Making it easy for the media and your intended audience to find and pull themselves to your news.

< Pull Public Relations

Making it easy for the media and your intended audience to find and pull themselves to your news.

Push and Pull PR Push Pull Wire Service Pitching Media Social Networks RSS News Search Search Engines Blog Search Media Coverage

Wire Service

Pitching Media

Social Networks

RSS

News Search

Search Engines

Blog Search

Search Engine Optimization Definition of SEO: A set of methodologies that make it easier for search engines to find , index , categorize and rank web content.

Definition of SEO:

Search Engine Optimization Key components to SEO: 1. Keywords in content 2. Incoming links Keywords Key Word Word Key Word Key Word Word Key Key Word Key Word Word Key Key Word

Key components to SEO:

1. Keywords in content

2. Incoming links

Search Engine Optimization Additional SEO Considerations: Quality Content - Unique, useful, compelling Links – From authoritative sites Quantity – More content, more links wins Time – Temporary links, temporary content do not help your SEO

Additional SEO Considerations:

Quality

Content - Unique, useful, compelling

Links – From authoritative sites

Quantity – More content, more links wins

Time – Temporary links, temporary content do not help your SEO

Search Engine Optimization Basic SEO Priniciples: Content is reachable by search engines Content is added often/periodically Content is organized logically – themes/categories Keywords exist in content and internal text links Quantity of quality sites linking in Monitor, adjust

Basic SEO Priniciples:

Content is reachable by search engines

Content is added often/periodically

Content is organized logically – themes/categories

Keywords exist in content and internal text links

Quantity of quality sites linking in

Monitor, adjust

PR Content Optimization Applying SEO to PR Content Press Releases Blog Powered Media Room

Applying SEO to PR Content

Press Releases

Blog Powered Media Room

PR Content Optimization News Search

News Search

PR Content Optimization Press Release Optimization

Press Release Optimization

PR Content Optimization PR Optimization Fundamentals : Keyword Research Optimize (Upward and to the left) Art and science - writing for people and the machine Embed links Use landing pages Include multiple media formats Metrics – impressions, pickups, conversions

PR Optimization Fundamentals :

Keyword Research

Optimize (Upward and to the left)

Art and science - writing for people and the machine

Embed links

Use landing pages

Include multiple media formats

Metrics – impressions, pickups, conversions

PR Content Optimization Manage pickups with social bookmark tools

Manage pickups with social bookmark tools

PR Content Optimization Blog Powered Media Room Includes press releases, media coverage, events Optimized for keywords Ranks in blog search engines and Google RSS Feed

Blog Powered Media Room

Includes press releases, media coverage, events

Optimized for keywords

Ranks in blog search engines and Google

RSS Feed

PR Content Optimization Blog Powered Media Room Benefits RSS feed enables exposure on blog/RSS search engines RSS feed makes it easy for journalists to track news RSS makes content syndication easier A blog adds to search engine friendliness of site Blogs attract inbound links

Blog Powered Media Room Benefits

RSS feed enables exposure on blog/RSS search engines

RSS feed makes it easy for journalists to track news

RSS makes content syndication easier

A blog adds to search engine friendliness of site

Blogs attract inbound links

PR Content Optimization Blog Powered Media Room Advantage Search Email Online Newsroom Wire Boost search engine rankings Search Email Blog Powered Newsroom Wire RSS Blogs

Blog Powered Media Room Advantage

Extending Visibility Increasing use of social media Blog Search Engines News Search Engines Social News Social Bookmarks Podcasts Video RSS

Increasing use of social media

Blog Search Engines

News Search Engines

Social News

Social Bookmarks

Podcasts

Video

RSS

Extending Visibility Blog/RSS – Company or Media Room Video – YouTube, Google Video Podcast – Yahoo, Podscope Social News – Digg, Netscape, Reddit, NO PRESS RELEASES Pay Per Click – Google, Yahoo

Blog/RSS – Company or Media Room

Video – YouTube, Google Video

Podcast – Yahoo, Podscope

Social News – Digg, Netscape, Reddit, NO PRESS RELEASES

Pay Per Click – Google, Yahoo

Summary Optimize Push and Pull PR efforts together Optimize to make it easier to find your news Extend reach via RSS and social media

Optimize Push and Pull PR efforts together

Optimize to make it easier to find your news

Extend reach via RSS and social media

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